McLEAN, Va. — April 10. 2014 — The following was released by the National Fisheries (NFI) Shrimp Council:
Seizing the influence of wildly popular food bloggers, the National Fisheries Institute (NFI) Shrimp Council and OXO recently activated an online promotion, “Shrimp Showdown,” to drive awareness about shrimp during Lent.
The Council and OXO challenged 30 bloggers to each create a unique recipe showcasing nutritious and delicious shrimp and a select set of OXO tools.
Each blogger was equipped with five lbs. of shrimp from Eastern Fish Company (Sail® Brand Products) and a set of tools from OXO, including:
– Shrimp Cleaner
– Flexible Kitchen & Herb Snips
– Silicone Steamer
– Wooden Lemon Reamer
– Three-Piece Bowl and Colander Set
– 12” Tongs
Each blogger created a recipe showcasing shrimp and at least three of the OXO tools to highlight the ease of preparation and versatility of shrimp. The promotion began on March 24, 2014 and ended on April 4 and reached shrimp lovers across the online space from Facebook and Twitter to Pinterest and Instagram. Shrimp Showdown accounted for an astounding 148 percent increase in followers to the Council's Pinterest page during the two-week period, bringing the total number of Pinterest followers to nearly 5,000.
“Incorporating food bloggers into our communication efforts allowed us to reach a large target audience of consumers, showing these readers firsthand how easy and delicious adding shrimp into everyday meals can be,” said Judy Dashiell, Senior Vice President, National Fisheries Institute/The Shrimp Council. “Consumers gravitate to Pinterest for recipes and cooking ideas. With that in mind, we used Shrimp Showdown to give them exactly what they want…and more!”
The promotion was supported through a Shrimp Showdown Pinterest board that was featured on both the Eat Shrimp and OXO Pinterest pages. Via the blog posts, consumers had the opportunity to enter for a chance to win a set of tools courtesy of OXO and a gift card provided by the NFI Shrimp Council.
“OXO was the perfect partner for this campaign because any recipe, including shrimp, is made easier when home cooks, even experienced food writers, have the right tools,” said Dashiell. “We love that OXO products, like the Shrimp Cleaner, are comfortable and easy for any cook to use.”
Promotions such as Shrimp Showdown have contributed to the continual growth of the Eat Shrimp Facebook page since its launch in 2011. The NFI Shrimp Council is utilizing partnerships and integrated campaigns to make waves in its mission to encourage Americans to eat more nutritious and delicious shrimp at home and in restaurants.
The bloggers who participated in the promotion include:
A Kitchen Addiction
Foxes Love Lemons
My Man's Belly
A Zesty Bite
Garnish with Lemon
Natasha's Kitchen
Betsylife
girlichef
noble pig
Bonbon Break
Growing Up Gabel
Peanut Butter and Peppers
Cherished Bliss
Healthy. Delicious.
Peas and Crayons
Chocolate Moosey
Home Cooking Memories
Sarah's Cucina Bella
Coconut & Lime
Jeanette's Healthy Living
So, How's It Taste?
Cookistry
Julie's Eats & Treats
Taste Love & Nourish
Created by Diane
Kirbie's Cravings
That Skinny Chick Can Bake
everyday maven
Lemons for Lulu
WonkyWonderful